Which means you need to change their emotional state. That’s actually a huge part of professional selling. It’s not just regurgitating features and benefits. It’s understanding the buyer’s emotional situation, discovering the reasons causing the buyer to be in that situation, and then helping them to move out of it and into a different, more positive state.

The process of changing a prospect’s emotional state takes longer in some cases than others, depending on the degree of the emotions any given prospect is experiencing. But it is an essential aspect of selling, and the better you get at it, the better your sales will be. And the better you’ll feel.